Greater Philadelphia Tourism 2012: A Report to the Region

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Philly 360° ®Our Philly 360°® campaign continues to attract young African-Americanvisitors to the city thanks to an insider website, strategic partnerships andthose cool-as-can-be Creative Ambassadors.A Creative Spin: Our Creative Ambassadors use their influence tobuild and spread the word about their trendsetting city. This year,we welcomed our first sports ambassador, Nnamdi Asomugha, intothe fold. The Eagles cornerback is working with designers, musicproducers, DJs and many other ambassadors to build buzz about Philly.Keeping It Reel: Two new video series on philly360.com helped usshow off the city and the people who make it the thriving destinationthat it is. Masters Behind the Music spotlights the Philadelphia hitmakers who work behind the scenes in the music industry, whileThreeSixty Life features in-the-know locals who show off the city’sbest music, shops, restaurants and events.Key Collaborations: For the third straight year, we teamed upwith CBS 3, The CW Philly and KYW Newsradio to create BlackHistory Month public service announcements starring our CreativeAmbassadors. New partnerships with Clear Channel and Uptownalso helped us expand our reach.Curt Chambers“I’m proud to take Philadelphia everywhere I go.” – Curt Chambers,Grammy ® -nominated singer, songwriter and guitarist; 2012 Creative AmbassadorPhilly Homegrown ®The Philly Homegrown® campaign continues to put our diverse and delicious food scene on the map.Our robust website, innovative partnerships, extensive blogger outreach and other marketing tacticsenable us to tout top chefs, in-season eats, produced-in-Philly treats and food-focused events, and theyhelp us get people excited and eager to eat locally.Media Partnerships: We embarked on a content-sharingpartnership with philly.com in which they provide a PhillyHomegrown-branded section on their highly trafficked site,and we supply content about the local food scene. We alsoteamed up with KYW Newsradio on 30-second spots thathighlighted relevant food stories.Community Collaborations: In year two of our campaign, wetook a more active role in supporting local food happenings. Weworked with the Pennsylvania Horticultural Society to developprogramming for its first-ever Pop-Up Garden, ran popular photobooths at The Food Trust’s Night Market Philadelphia events andhelped Center City District bring local flavors to Restaurant Week.All About the Neighborhoods: Thanksto funding and support from the DelawareValley Regional Planning Commissionand the William Penn Foundation, PhillyHomegrown succeeded in establishingPhiladelphia as a local food destination. Tobuild on that progress, the William PennFoundation has agreed to fund a two-yearexpansion of the program that focuses onPhiladelphia’s burgeoning neighborhoods.18 Greater Philadelphia Tourism 2012: A Report to the Region
Philadelphia – Get Your History Straightand Your Nightlife Gay ®Our tagline Philadelphia – Get Your History Straight and YourNightlife Gay® is as relevant and popular today as it was whenwe launched it nine years ago. Now, we pair it with another fanfavorite, the With Love campaign. The merge has been a hugewin for our gay and lesbian initiative, which uses the versatilityof the love letters—along with a rainbow-colored signature—to promote Philadelphia’s Gayborhood and beyond.It Takes a Gayborhood: We worked with our hotels, conventionand visitors bureaus and the Philadelphia Sports Congress toentice national organizations to host major gay and lesbianevents in Philadelphia in 2011. In August, the ASANASoftball World Series attracted more than 1,000 lesbians andtheir friends to the city, while the annual National Lesbian &Gay Journalists Association National Convention brought inmore than 300 members of the media. Then, in the fall, U.S.Mr. Gay returned to Philadelphia for the second year andwelcomed contestants from 20 cities.U.S. Mr. Gay ContestantOn the Road & Around the WorldIndustry organizations recognize GPTMCas a leader in tourism marketing, advertising,communications and social media. Ourstaff travels all over the world to share ourknowledge and stay up-to-date on the latesttrends. Here are just some of the places we’veshared our work over the past year:Governor’s Trade Mission – France: We accompaniedGovernor Corbett on his trademission to France, where we promoted our vibrantart scene.Society of American Travel Writers – NewZealand: Philadelphia was chosen as a top citycampaign, giving us the opportunity to bringWith Love to the Southern Hemisphere.BlogWorld & New Media Expo – Los Angeles:GPTMC discussed social media photography atthe conference.Pop-Up Garden – New York: GPTMC stafftalked to top New York media about Philly artand gardens during an event with the PennsylvaniaHorticultural Society.With Art Philadelphia – New York & Chicago:We went on a trip with the Barnes Foundation totout the city’s art scene to journalists.Marketing Outlook Forum – Fort Worth:During this U.S. Travel Association conference,GPTMC joined Michigan, Colorado and Virginiato discuss tourism funding and promotion.Innovative Advertising: Continuing GPTMC’s innovationin the gay market, we included a new tactic in 2011 thatbrought big returns. Our media buy included a site takeoveron Logo TV’s website. For two days, the immensely popularlogotv.com sported a With Love look, with love letters all overand lovely background images—all using the rainbow logo.The partnership resulted in the highest-traffic referral forvisitphilly.com/gay since its launch.Global Leadership: GPTMC continues to serve as a globalleader in gay marketing. We worked with the InternationalGay & Lesbian Travel Association to convene the world’s firstGay and Lesbian Think Tank, an event that pulled togetherindustry pros to discuss what’s next for the gay travel industry.Southeast Tourism Society – New Orleans:During a panel discussion, GPTMC addressedthe ever-changing world of destination marketing.Cities and Regions Promotion Festival —Poland: We shared tourism marketing insightsand learnings with Polish marketers, culturalleaders and politicians.Travel Media Association of Canada —Canada: GPTMC joined this prestigioustravel association in 2011 and presented ourWith Art campaign at their annual conference.The Art of Collaboration19
Page 1 and 2: Greater Philadelphia Tourism 2012:
Page 3 and 4: Executive MessageThe theme of this
Page 5 and 6: Team Tourism2012 Board of Directors
Page 7 and 8: Tourism is a growth industry.Travel
Page 10 and 11: Strategic PlanIn addition to markin
Page 12 and 13: Online & In Charge2011 brought a ne
Page 14 and 15: Marketing CampaignsWith Love, Phila
Page 16 and 17: With Art PhiladelphiaPhiladelphia i
Page 20 and 21: Just the Stats: Visitors, Hotels &
Page 22 and 23: Hotel PerformancePhiladelphia’s h
Page 24 and 25: According to the PressNational Geog
Page 27 and 28: GPTMC’s ToolkitAs this report dem

Greater Philadelphia Tourism 2012: A Report to the Region

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